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Across the retail real-estate sector, shopping centers are increasingly positioning themselves as multi-purpose destinations, adding leisure, entertainment and community programming alongside traditional retail. With e-commerce reshaping purchasing habits, many operators have placed greater emphasis on experience-led formats intended to increase dwell time and encourage repeat visits.

Omnichannel is no longer optional. For shopping malls, it has become a question of competitiveness. A wake-up call by Cliff Pfefferkorn, Founder and Managing Partner of eStrategy Consulting and lecturer at the ACROSS Academy.

With FREY’s integration of ROS now complete, Antoine Frey, Chairman & CEO of the FREY Group, outlines how selective growth, placemaking, and sustainability will define the next chapter of Europe’s outlet sector. And his ambition to turn outlet visits into memorable commercial journeys.